With the FIFA World Cup 26™ Draw officially complete and the bracket set, Lay’s—the tournament’s official snack partner—is launching a massive global campaign to bring fans closer to the pitch than ever before. From awarding the first-ever “Fan of the Match” to a star-studded digital deep dive, Lay’s is redefining the tournament experience for the North American return of the world’s biggest sporting event.
Recognizing the Game’s True MVP: The Fans
For the first time in tournament history, Lay’s is introducing the Fan of the Match. This groundbreaking initiative mirrors the player awards, recognizing real fans across the globe. Across all 104 matches, one winner per game will receive two premium match tickets, a “15-seconds-of-fame” moment on the stadium jumbotron, and an exclusive Lay’s Fan of the Match trophy.
Exclusive Star-Studded Content
As part of the iconic “No Lay’s, No Game” platform, fans are invited into the ultimate virtual inner circle. A first-of-its-kind WhatsApp group chat experience features football legends Lionel Messi, Alexia Putellas, David Beckham, and Thierry Henry, alongside actor Steve Carell, as they plan the ultimate World Cup watch party.
Something for Every Fan
To celebrate the growing soccer culture in the U.S., Lay’s is offering unique gear for every level of fandom:
- The “Go Soccer” Jersey: Fans can enter to win a limited-edition jersey featuring interchangeable patches for all 48 competing nations, allowing supporters to pivot their loyalty as the tournament progresses.
- Watch Party Essentials: Following a mock “draw” held in December to decide hosting duties, Lay’s will continue to roll out activations to help fans curate the perfect match-day spread.
Community Impact through Lay’s RePlay
Beyond the stadiums, Lay’s is partnering with Common Goal to launch the Lay’s RePlay World Cup League. This initiative brings World Cup-style youth tournaments to nine cities across South Africa, Portugal, Italy, the UK, Mexico, the U.S., and Colombia, fostering the next generation of talent through sustainable community pitches.
Soccer is one of the fastest-growing sports in the U.S., and with the World Cup returning to North America, Lay’s is committed to engaging and entertaining fans of all kinds, with more to unveil in the coming months.
